there are lot of smaller manufacturers or OEM suppliers in the case of how Alex wheels became popular, that might be a great source for parts. Problem is that you're still most likely going to have to order through a bike shop and they aren't that much cheaper. You're best bet is checking out sites like www.chucksbikes.com and ebay and seeing what kind of no-name cool parts he has up for sale. I guess if you like alex wheels you might like:

http://www.neuvationcycling.com/

http://velocityusa.com/

http://www.pazzaz.com/

http://www.carbonlord.com/ click on the little circles on teh right side of the page for parts